Astral joins the Gangster Squad

The media co uses its recently launched Cinemix package to promote the Warner Bros. film in Quebec.

Astral Mix is leveraging Cinemix, its multimedia platform for movie campaigns, to promote the upcoming release of the Warner Bros. film Gangster Squad throughout Quebec.

The two-week campaign, which targets adults, aged 18 to 49, with a slight male skew, is the first to come through Astral Mix’s Toronto bureau.

With media by OMD and assets from Warner Bros., Cinemix is offering a customized plan that includes TV spots across a selection of Astral’s specialty channels, such as Canal D and Ztélé. It also includes OOH, radio on NRJ and digital spots across the sites for Astral’s TV stations.

In addition, NRJ is hosting a mobile aspect that sends promotional text messages to listeners who text the station, as well as an online contest offering tickets to the advance screening in Montreal.

Rounding out the creative is a custom 30-second vignette called À L’Affiche, produced in-house by Astral Mix, which airs across Astral’s TV and digital assets and features trivia about the film.

Nicola Petrie, director, Astral Mix, tells MiC the campaign for Gangster Squad, which runs until Jan. 11, will reach about 84% of Quebecers over its two weeks in market.